Yo-chi
The Campaign
Yo-Chi entered Singapore during a crowded period, coinciding with the nation’s 60th National Day celebrations. With multiple brand announcements competing for attention, Mutant worked closely with Yo-Chi to cut through the noise. We developed targeted pre-launch media advisories highlighting Yo-Chi’s unique flavours and experience, crafted creative media invites, and secured embargoed briefings to offer media exclusive access to spokespeople. This sustained momentum in the lead-up and beyond the launch event.
The Result
The launch made a splash across mainstream, lifestyle, and alternative media, generating wide press and social coverage. Queues formed within hours of opening and remained strong throughout the week. Yo-Chi secured prominent features in top-tier outlets including The Straits Times, Mothership, AsiaOne, and Time Out Singapore, firmly establishing its presence in the market from day one.
